Nestlé International Travel Retail (NITR) General Manager Frédéric (Fred) Porchet has reiterated the company’s ambition to make food the number one most-purchased category in travel retail.
Speaking during this month’s TFWA World Exhibition in Cannes, Porchet said: “I am very confident that we are in the right place to continue this mission in global travel retail.” He also underlined NITR’s continued focus on innovation, exclusivity and sustainability.
As reported, NITR Global Head of Category Development Nicola Wells identified six industry growth drivers during a media presentation at the Cannes event. They include travel retail exclusives, sense of place, experiential retail, personalisation, sustainability and digitalisation, all part of the company’s VERSE (Value, Engagement, Regeneration, Sense of Place and Execution) model.
She also highlighted changing conversion rates and touched on the major problem confectionery producers are facing with cocoa prices soaring to all-time highs.
Wells described food as the fastest-growing category in travel retail and a key driver of footfall and average transaction value.
“We have the brands and the ability to unleash further growth opportunities in the global market in collaboration with our esteemed partners who have witnessed the ongoing success of our food number one mission,” Wells said. “This is not a ‘wish’ for travel retail. It is a reality as indicated by the category growth figures.
“The journey towards making food number one category in GTR together will continue, through strong partnerships and by working side by side to develop campaigns and products that excel, across exciting food segments.”
According to Wells, NITR’s VERSE model ensures the company has “just the right products to delight and meet the ever-changing demands of today’s consumers”.
NITR Marketing Manager Aura Sanchez detailed NITR’s offer in travel retail. She described it as “consumer centric”, targeting demand moments which affect over 90% of purchases in the channel, on-the-go purchases, self-consumption, gifting and sharing across various age groups, ranging from Gen Z to older age groups (56 years+).
Sanchez noted that NITR’s portfolio is 73% travel retail exclusive, underlining the importance of exclusivity and products offering sense of place. She also outlined an NITR portfolio revamp with a focus on its brands’ popular sharing bags, a new and improved value proposition for KitKat and enhanced gifting ranges.
Sanchez highlighted KitKat’s “enviable tag as the number one chocolate bar in the world” with its high profile in global travel retail pushing further growth.
Three new KitKat products – all exclusive to travel retail – are set to launch next year. The 372g KitKat Mix Pouch contains four flavours: Peanut Butter, Salted Caramel, White and Classic. The 161g KitKat Senses Miniatures offers Milk, Caramel and Hazelnut flavours, while KitKat Ball (111g) offers a crispy, light-textured chocolate snack.
The product launches will be supported by campaigns across the entire travel journey, including pre-trip digital assets, displays to ensure strong in-store visibility and post-journey promotions via social media and influencers.
NITR’s After Eight brand is rolling out a 400g After Eight Travel Edition and After Eight Sense of Place sleeves, and there will be a new addition to the Nestlé Sustainably Sourced Cocoa range, exclusive to travel retail and launched earlier this year, which will be on-shelf from March 2025. The 170g Dark Chocolate Thins pack contains 20 individually wrapped squares in three varieties: 70% Cocoa, Cocoa Nibs and Salted Caramel.
“This new range is keeping us one step ahead in sustainability and targeted demographics,” Porchet said. He noted that Nestlé Sustainability Sourced Cocoa resonates well with Gen Z customers and tangible results certified by its Rainforest Alliance partner.
Coffee remains a focus for NITR with Nescafé Gold, Roastery and Azera offered in selected regional markets and Nescafé Farmers Origin launched in the Middle East. The company is also developing its vitamin, minerals and supplements range on a ‘test and learn’ basis, concentrating on Europe but with an eye on expansion into new markets. ✈️
